Drugmakers go to DTC to promote IBS drugs

Allergan and Ironwood this week launched the first DTC campaign for Viberzi, a treatment for patients with irritable bowel syndrome with diarrhea. Arnold Worldwide worked on the campaign. The launch follows a wave of direct-to-consumer campaigns focused on promoting treatments for the two types of IBS.

Drugmakers spent a total of $143 million on DTC ads promoting four treatments for IBS in 2015. 


Allergan and Ironwood Pharmaceuticals on Tuesday launched a DTC campaign for Viberzi, a medication for patients with IBS with diarrhea (IBS-D). In the ad, a woman's IBS comes to life and follows her everywhere, reminding her of her discomfort, until she visits her doctor to inquire about Viberzi. The company spent $182,000 DTC ads for Viberzi in 2015, according to Kantar Media. 

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